Tinder Launches “Ex-Press Disposal Truck” Helping Singles Move On
Tinder India’s “Ex-Press Disposal Truck” collects old hoodies from ex-partners, giving singles closure and gifting recipients vouchers for fresh matches and new hoodies.
Prakhar
Tinder India has turned breakup blues into a playful PR stunt with its “Ex-Press Disposal Truck,” a mobile collection service that swoops through hotspots, collecting old hoodies from recently single Tinder users. In exchange, participants receive “fresh start” vouchers redeemable for a brand-new hoodie or premium Tinder features, symbolising both physical and emotional renewal.
Breaking Up, Bundling Up
The bright-pink truck cruises college campuses and co-working hubs, blasting the “Single Ladies” anthem as volunteers offer participants a “throwback hoodie” donation. Each donated hoodie is ceremonially tossed into a “Breakup Bonfire” container (for display only), while donors get a digital code for free Super Likes, Boosts, and a limited-edition Tinder hoodie.
Social “Hoodie Liberation” Challenge
On Instagram and Snapchat, Tinder’s AR filter lets users virtually toss a hoodie into a fire pit, complete with sparks and celebratory confetti. Each share enters them into a contest for a Tinder-plus care package: new apparel, coaching sessions, and “date-ready” grooming kits.
Local Partnerships and Pop-Up Events
In partnership with street artists, the truck hosts “Ex-Press Mural Walls” where singles can paste Polaroid snapshots of past relationships over a graffiti heart, then cover them with a fresh photo of themselves looking forward. These murals have become viral backdrops for “new me” photo-ops.
Data-Driven Heartbeats
Tinder reports a 15% uptick in app activity in neighbourhoods served by the truck, as singles embrace both the catharsis of disposal and the optimism of re-engagement. Site visits to profile-cleanup pages jumped 25%, indicating users took the campaign as a cue to refresh dating profiles.
Final Thoughts
Tinder India’s Ex-Press Disposal Truck deftly blends humour, social ritual, and brand utility, helping singles literally shed reminders of the past while priming them for fresh matches. It’s a reminder that sometimes, the best way forward is to let go, and swipe right on new beginnings.
